Bayerische Börse AG increases website traffic by 30 percent

Published on 18-Dec-2012

"User friendliness played a significant role in the choice of Coremetrics. We not only wanted the usability of our own site to improve, but also the software solution itself to be simple and intuitive for us to use. We were able to use the software immediately after a minimal period of training and can now make use of a powerful web analytics solution that bene?ts us as much as it does our demanding clients." - Thomas Schmidt, Marketing Manager, Bayerische Börse AG

Customer:
Bayerische Boerse AG

Industry:
Financial Markets

Deployment country:
Germany

Solution:
EMM - Digital Marketing Optimization, Smarter Marketing, Smarter Planet

Overview

The Bayerische Börse AG, operator of the Munich Stock Exchange, is the third largest stock exchange in Germany, trading 4,825 stocks, 2,593 bonds, and 3,824 funds from over 60 countries. Seven of the 30 blue chip companies listed on the DAX, including Allianz, BMW, Infineon, Linde, MAN, Münchener Rück, and Siemens, are headquartered in Munich, the state capital of Bavaria.

Business need:
Bayerische Börse AG, operator of the Munich Stock Exchange, is the third largest stock exchange in Germany. They needed a solution to increase the number of website visitors, session length and conversion rate.

Solution:
IBM Digital Analytics software solution provided comprehensive metrics and key ?ndings on website usage to enable the creation of an interactive website and drive traffic.

Benefits:
Resulted in an increase of approximately 30 percent in both number of visitors and newsletter subscribers. Direct departures (bounces) decreased by 10 percent, while new registrations were up by 10 percent.

Case Study

To read a German version of this case study, click here.

Smarter Industry: Financial Services
Instrumented: The analytics solution captures online customer behavior, such as which tools are being used to review securities and portfolios. The data is correlated and passed to partners who provide corresponding offers.
Interconnected: The new system links online marketing data and customer data to enhance and tailor the website to better serve visitors’ needs.
Intelligent: Insight into customer preferences, affinities and online behavior allows the company to precisely tailor website design, content and marketing activities to its target segments.

The Bayerische Börse AG, operator of the Munich Stock Exchange, is the third largest stock exchange in Germany, trading 4,825 stocks, 2,593 bonds, and 3,824 funds from over 60 countries. Seven of the 30 blue chip companies listed on the DAX, including Allianz, BMW, Infineon, Linde, MAN, Münchener Rück, and Siemens, are headquartered in Munich, the state capital of Bavaria.

The website’s main target audience is private investors who consult the free real-time stock market prices on the Bayerische Börse AG before making their trading decisions. In addition, market participants, journalists and analysts for commercial and savings banks use this online presence as a daily source of information.

Challenge
For the relaunch of its website, the Bayerische Börse AG wanted to set up a powerful web analytics solution to ensure that the new site was optimized to meet customer requirements. The aim was to increase the number of visitors, session length, and conversion rates for events such as registering as a user or subscribing to a newsletter.

The Bayerische Börse AG chose IBM® Coremetrics®, the specialists in online marketing and business optimization, to implement a solution that would map the interactions of various target audiences—investment advisors, private investors and press and market participants—on the website.

Since no direct transactions (for example, sales) take place on the site, this solution’s primary function was to measure factors such as session length, newsletter registration, searches, exit pages and downloads, thus, providing critical data for enhancing usability and customer service.

Solution
The Bayerische Börse AG already used IBM® Digital Analytics software on its previous website. This software solution enabled it to obtain comprehensive metrics on website usage: Which content is accessed most frequently? At what point do users often abandon their visit? Which paths do they take through the website? What are the most common searches on the website? It was then able to incorporate these findings directly into the relaunch.


The Bayerische Börse AG was able to ensure, for example, that its stock market price information was readily accessible. In contrast, content that was barely used was removed or placed less prominently on the site. Furthermore, on the strength of the resulting analysis, an increased number of interactive elements such as evaluation questionnaires, a comments function, and online surveys were incorporated into the site.

In order to find the optimal solution, the Bayerische Börse AG performed A/B tests: Multiple design variants of the same site were shown to different user groups and the usage of each compared, for example, the placing of elements on the website according to user requirements. This testing allowed for better highlighting of price information through more prominent placing. All recommendations were eventually incorporated in the overall revision of the website and have paid for themselves handsomely.

The value of analytics
With the advanced IBM Digital Analytics features such as sophisticated segmentation options, the Bayerische Börse AG was able to optimize its website in all areas needed. This led to an increase of approximately 30 percent in both number of visitors and newsletter subscribers. Direct departures (bounces) decreased by 10 percent, while new registrations were up by 10 percent.

Based on the intelligence provided by Coremetrics, the user friendliness of the entire website increased on its re-launch. Detailed, differentiated and relevant data on site usage now allows the Bayerische Börse AG to adapt its website seamlessly to the needs of its visitors. The sharp rise in the number of visitors with a continued upward trend substantiate fulfillment of the changes to the website to deliver better information more effectively and improve customer retention.

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Digital Analytics

Legal Information

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